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Integrated marketing communications in advertising and promotion
0 references·11 citing·39 second hop
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  • 2023The role of influencer–follower congruence in the relationship between influencer marketing and purchase behaviour152 cited
  • 2010The effectiveness of publicity versus advertising: a meta-analytic investigation of its moderators107 cited
  • 2012Breaking through the Clutter in Media Environment: How Do Celebrities Help?42 cited
  • 2017Celebrity Endorsement in Advertising: A double-edged Sword34 cited
  • 2018Advertising spending patterns and competitor impact33 cited
  • 2016The factors affecting customers’ decisions to adopt Islamic banking22 cited
  • 2018COUNTRY OF ORIGIN, BRAND IMAGE AND HIGH INVOLVEMENT PRODUCT TOWARDS CUSTOMER PURCHASE INTENTION: EMPIRICAL EVIDENCE OF EAST MALAYSIAN CONSUMER21 cited
  • 2012The Media and Their Advertisers: Exploring Ethical Dilemmas in Product Coverage Decisions19 cited
  • 2014A philosophical investigation of the transition from integrated marketing communications to metamodern meaning co-creation16 cited
  • 2023Civita di Bagnoregio, Italy: towards a people-centred heritage branding approach14 cited
  • 2018Investigating the celebrity effect: The influence of well-liked celebrities on adults’ explicit and implicit attitudes to brands and brand choice.13 cited

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